The Role of Signs, Symbols, and Myths in Advertising

This work explores the role of signs, symbols, and mythological archetypes as key tools in modern branding and advertising. It analyzes their evolution from ancient cultures to contemporary marketing strategies. Using practical examples from leading sports brands and fragrance products, the paper reveals the mechanisms of using symbolism to build brand identity, create an emotional connection with consumers, and convey core values.

symbol, sign, branding, mythology, archetypes, brand identity, emotional marketing, analysis, target audience, image, brand positioning.